Gartner for Marketers Research

Insight Report November 25, 2019

Spirits US: Optimizing Social Media Reach

Social media is an increasingly important marketing platform for distilled spirits brands, especially as a growing share of brand audiences are Gen Z and millennial consumers. However, social media reach and sophistication in spirits lags behind other consumer sectors. Leading brands are shifting budgets toward social media channels and adapting platform-specific tactics to reach consumers who are increasingly using social media for product research and discovery. Brands need to embrace the opportunities provided by social media if they want to to engage young consumers.